Google’s gesture for making search easier within small number of sites has been welcomed by the users, but vehemently resented by the retailers. The searcher can limit results to a query from specific domain through the second box. Google’s addition to its search engine features, focussed on few popular sites, provides an automatic search within the domain.

Against Google’s expectations of a warm reception, retailers have resented provision of second box saying Google is sticking text ads next to their ads, thereby diverting searchers attention.

Google had picked up few retailers and publishers for its dedicated search box. They are upset to find competitors’ ads along side their ads on the operator results page.

Amazon.com was offered the second box but it decided to withdraw later. Another jewellery retailer Ice.com declined to be part of it even before being offered by Google.

Google’s offer is fraught with flaws. While their AdWords policies restrict display of competitor’s keywords; they are openly allowing advertisers to buy competitor’s key words through the second box. The ad would cause loss of potential buyer to the advertiser since highly place ad will divert the searcher to the competitor for a better deal.

Businesses opposed to Google’s second box innovation will be on alert to find if the second search box is landing into their results.